Measure and Optimize Paid and Organic Search Together

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Measure and Optimize Paid & Organic Search Together Featuring: Adobe SearchCenter+ Conductor Searchlight

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Agenda

1 Paid & Organic Solution Overview

2 Demo

3 Customer Discussion

2


Presenters Panel

§  Billy Mungovan, Sr. Director, Visitor Acquisition, Adobe

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§  Seth Besmertnik, CEO & co-founder, Conductor

§  Brandon Proctor, Build.com


Poll: Paid vs. Organic Results

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“62 percent of consumers don't know the difference between paid and organic results.”

— “Search Engine Users” Pew Research Study

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Adobe SearchCenter Manages Over $1 Billion

$1,000MM

$300MM

$100MM

$0

Ad Spend Under Management Adobe SearchCenter

$700MM


“I’ve found it annoying that over the years more and more people use SEM to mean paid search,

as if SEM excludes SEO.” — Danny Sullivan

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SEM 101: Organic Search vs. Paid Search

Technical process of optimizing your web site

Organic

Auction-based media buying

Paid


The Problem with Search

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Typical Paid Search guy….


The Problem with Search

10

Typical SEO guy….


“You don’t have paid goals and organic goals – you have Search goals.”

— Josh Palau, razorfish

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Adobe SearchCenter’s New Approach to SEM

§  Improve share of voice and total conversions from search by optimizing organic and paid search together


Only Adobe SearchCenter+ Views SEM Holistically

§  Adobe SearchCenter+ SEM strategies: §  Maintain top position for brand terms across

paid and organic §  Automatically increase bids for paid keywords

when competitors gain a higher organic rank §  Automatically decrease bids for paid

keywords when you achieve a high organic rank

§  Optimize bids to achieve a calculated “total conversions” metric

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Use one underlying data set (SiteCatalyst) to make decisions across paid and organic search


An Integrated Paid & Organic Solution

SEO WORKFLOW

OPPORTUNITY DISCOVERY

VISIBILITY

SMARTER BID AUTOMATION

Comprehensive Closed Loop Search Marketing Reporting

§  SEO ROI §  SEO Opportunity

§  Traffic §  Share of Search

§  Conversions §  Share of Voice

•  Paid and organic

•  Visits •  Conversions •  Revenue

•  Rank gathering •  Competitive

positioning •  Search volume •  SEO score


Powering SEO Teams for Over 100 Leading Brands

55+ People - Largest SEO Technology Company in the World

Most Widely Used Enterprise SEO platform

Managing Over $3 billion Worth of SEO Revenue


SEO History

SEO Wild West

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

The rise of paid search – companies focus hard

Marketers try SEO with marginal success

Marketing executives realize the “white-space” SEO opportunity

Technology automates paid search


26.6 Billion Searches Monthly Across Search Engines 16% YOY

Growth

ComScore 2010


92% of Search Engine Clicks Originate From Natural Search

ComScore 2010


Only 8% of Search Spend Goes on Natural Search

ComScore 2010


78%

18%

4%

Marketing Sherpa 2010

Is SEO more or less important as influencers of business strategy than a year ago?


You Competitor

Natural Search is a Zero Sum Game

Investment in SEO required just to maintain position


You Competitor


Reducing investment allows competitors to succeed


You Competitor


Small investments in SEO can have considerable effects


0

5 10 15 $

Scale Measure ROI


Searchlight

Search Engine Competition Discovery

Web Crawling Research

Data Collection

Analysis Outputs Inputs

Inputs Workflow


SEO Milestones

Success Metrics

Managed SEO Keywords

Search Position

Traffic

Revenue

Adobe Omniture Integration


Agenda


2 Demo


28


Agenda


2 Demo



How do you measure paid and organic search today?

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How will the Adobe/Conductor solution help your paid search efforts?

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What additional features would you like to see added?

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Optimizing across SEM channels: Key takeaways

Jointly Optimize Paid & Organic Programs

Use Analytics as the Foundation

Automate paid bids based on paid & organic performance

Increase lift from SEM

Measure and Optimize Paid and Organic Search Together

Technology

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